Apex Flyfishing

Spearheaded by two close friends and diehard fishermen, Apex Flyfishing introduced a breakthrough innovation in hook technology. Both the company name and mark needed to feel established though modern. A triangle, as a basic form, was a natural fit for a name and mark depicting leading edge technology at the pinnacle of the sport. Snow capped mountain detail was the finishing touch of serene symbolism that accompanies the crafts of fly tying and fly fishing, both art forms in their own right.